We Are Pi unveils new Wrangler ‘Born Ready’ strategy

Amsterdam ‘ideas company’ We Are Pi has unveiled Wrangler’s new positioning ‘Born Ready,’ to introduce its Ready Range.

Wrangler European marketing director Ilaria Pasquinelli says: “Born Ready is the role of Wrangler in today’s world. Being ready in today’s fast paced world is key. Our consumers want to be ready for anything life throws at them and want to do that in their favourite pair of jeans. Born Ready gives them the confidence to do that. Wrangler has stood for innovation at the crossroads of fashion and function since 1947.

“With Born Ready, we now have a brand message that can permeate our whole collection as it speaks to our roots of looking good and working hard. I hired WE ARE Pi one year ago to deliver a seamless brand experience and storytelling and the result is a powerful brand platform that communicates our promise and ethos across the line regardless where consumers get in touch with Wrangler.”

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.